The global marketing team of a consumer electronics company, facing major budget cuts, needed to prove its value to the CEO. With Gartner support, the client was able to not only prove the value of marketing but also receive a 5% increase to the budget.
- Gartner client? Log in for personalized search results.
Mission-critical priority
The CMO needed to justify the ask to maintain the global marketing budget and prove why a 10% budget cut would be detrimental to the business impact.
How Gartner helped
Leveraging 15+ inquiry calls from Gartner experts and Gartner tools, such as CMO Spend Survey, Hierarchy of Marketing Metrics, and Intelligence Reports, the client was able to understand where the team was overspending and underspending in comparison to peers. Using Gartner benchmarks and data points, the CMO was able to showcase her team’s efficiency and create a strategy for next year.
Business impact
With Gartner for Marketers, the client was able to successfully:
- Solidify the right KPIs to showcase how marketing impacts the growth of the business
- Achieve approval and buy-in from the CEO
- Receive a budget increase of 5%
Industry:
Consumer electronics
Revenue:
$3.8 billion
Employees:
8,000+
Contact:
CMO, Global Marketing Team
Related Gartner resources
Achieve your mission-critical priorities with Gartner for Marketing Leaders
Related success stories
Insights you can use
Gartner is an objective resource for more than 15,000 enterprises in 100+ countries.
Learn more about how we can help you achieve your mission-critical priorities.